Your Front Office Is Your First Impression

If you're trying to grow enrollment or strengthen your school’s reputation in the community, your front office may be the single most important place to start.

Not the test scores. Not the social media strategy. Not even the school tour.
The first impression families get, on the phone, at the front door, or through a website inquiry, often begins at the front desk. And it matters more than we sometimes realize.

In my work as a consultant, I’ve done what’s known as “secret shopping” for schools. I’ve called front offices pretending to be a prospective parent. I’ve walked in without an appointment. I’ve toured campuses as if I were deciding where to enroll my child.

What I found was both surprising and consistent.

In so many cases, the initial breakdown in a school’s recruitment process happened right at the front desk. Not because people were unkind or unqualified. But because there wasn’t a clear system, or a culture, that treated these moments as make-or-break opportunities to build trust.

What does a breakdown look like?

Sometimes no one answers the phone. Other times, the voicemail box is full or the message doesn’t include helpful information.
When families walk in, there might be no clear signage directing them to the front office. Or the person at the desk seems caught off guard, unsure how to welcome them or what to say.

Even small things can leave a lasting impression. A school might have a great academic model, strong results, and a caring staff—but if the first few moments of contact feel confusing, rushed, or cold, families may decide to look elsewhere.

Customer service is not a corporate idea, it’s a school culture idea

There’s a misconception that “customer service” is only for businesses or private schools. But in truth, it is about something much deeper: hospitality, clarity, and belonging. And those are values every public school should embrace.

Families are trusting your school with their child. When they call or walk in, they are often nervous or unsure. Maybe this is their first time enrolling in a charter school. Maybe they had a negative experience elsewhere. Maybe English isn’t their first language. These early interactions are your chance to show them they’re welcome, supported, and valued.

That starts at the front office.

What schools can do right now

There are simple, immediate steps schools can take to improve that first impression:

• Call your own main number. Is the voicemail helpful and friendly? Does someone pick up within a few rings?
• Visit your school from the parking lot. Is it obvious where a visitor should enter? Are there signs that guide someone to the right place?
• Ask someone outside your team to submit an inquiry through your website. How fast do they get a response? Is it personalized and warm, or generic and delayed?
• Watch how your front office greets walk-ins. Do they stand up? Smile? Use a family’s name if they know it? Offer a brief overview of what to expect?

These may seem like small details, but together, they shape how families feel about your school long before they ever see a classroom.

The bottom line

Your school’s story doesn’t begin with a brochure or a test score. It begins when someone picks up the phone or opens the front door.

That moment should feel like a welcome, not a barrier.

If you want to build trust, grow enrollment, and show your school’s value to the community, start with the people who answer the phone, greet the guests, and make the first impression.

It’s not a marketing tactic. It’s a reflection of who you are.